This article explores the issue of online privacy and personalization in light of the new possibilities the Internet and other available technologies provide. Search engines and social networks are increasingly customizing our search results, advertisements and contact networks, making each user’s experience unique. Since Snowden’s revelations people have taken a deeper interest in what kind of data third parties are gathering from us, and for what reasons. Despite their concerns, people still seem willing to trade their privacy and data for convenience. In an online world that becomes more personalized every day, where all our activity can be tracked, stored, analyzed and used by providers and governments, where do we draw the line between personalization and surveillance and people’s rights?

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